In a moving picture in which data corresponding to one picture is required for display, data corresponding to one picture is divided into line blocks including a predetermined number of pixel lines and captured as block data. A compression rate of each block data is dynamically set according to a capture point in time of each block data. Each block data is compressed at the set compression rate and transmitted to a reception apparatus through a transmission path. On a plurality of block data, a series of processes including the capture and the transmission of each block data is performed in parallel while shifting only a time required for the capture. Block data that is late in start order of the capture, among the data corresponding to one picture, is set to be lower in compression rate than block data that is early in start order of the capture.